Despite the success of its Pentium chips, Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market.Intel wanted to protect the brand equity and price premium of its Pentium chips.But it also wanted to avoid AMD gaining a foothold into the lower end of the market.So it created Celeron as a cheaper less powerful version of its Pentium chips to serve this market.This is a notable example of

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This is an example of fighting brands, as Intel created a new brand (Celeron) to directly compete with AMD and protect the brand equity of its premium Pentium line.

Despite the Success of Its Pentium Chips, Intel Faced a Major